Popular clothing company Abercrombie & Fitch has offered to pay Jersey Shore's Mike “The Situation” Sorrentino to stop wearing its clothes out of concern that it will hurt its brand.
"We are deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image,” said a spokesperson in a statement from A&F's Brand Senses Department. “We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans.”
On Aug. 4, the fourth season of MTV’s Jersey Shore drew a record-breaking 8.8 million viewers, according to zap2it.com. The cable-network powerhouse dominated even network television. The network show that came closest to that night was CBS' “Big Brother,” with 7.3 million viewers.
Season four of Jersey Shore takes place in Florence, Italy.
The A&F release says that the company has “offered a substantial payment to Michael 'The Situation' Sorrentino and the producers of MTV's The Jersey Shore to have the character wear an alternate brand. We have also extended this offer to other members of the cast, and are urgently waiting a response."
Abercrombie & Fitch also owns the Hollister, Gilly Hicks and Abercrombie Kids brands. In all, the company has over 1,000 stores nationwide.